Women Purchasing Behavior Styles in Textile Industry: A Case Study of Tehrani Women

Researchers believe that there is an important decision-making process underlying every purchasing that should be studied. Analyzing customers’ manners can help organizations to improve their marketing strategies. Given that, a large number of studies have been conducted for categorizing customers on the basis of their purchasing behavior styles. The findings of such studies have providedresearchers and organization managers with more profound understanding of customers’ mentality and have made them prepare practical business strategies. In this study, through reviewing related literature, considering existing cultural differences, and then model testing through confirmatory factor analysis, 14 purchasing behavior styles consistent with Tehrani women were located in three dimensions. Statistical analyses werethen used for studying the model’s application. Styles including quality-oriented, comfort-oriented, community-oriented, value-oriented, taste-oriented, and price-oriented styles were respectively identified as the purchasing behavior styles of women in the textile industry in the grand city of Tehran.